CMOs, take note: the length of isolation has affected consumers’ definition of essential and indulgent purchases
... [+]Consumers decide what products and services are essential—and which are indulgent—depending on how long they’ve been in isolation. That’s one of the findings of new research from neuroscience-marketing firm Neuro-Insight, and it has captured the attention of leading CMOs navigating how best to move forward amid the COVID-19 pandemic.
So what are the next categories to potentially pop? Data from Neuro-Insight’s next wave of research show gaming and travel are key as people entertain themselves now and also try and plan for a future trip far away from home. According to Jain, Neuro-Insight’s findings have been validating when it comes to understanding what Spartan’s fan base wants in terms of community, information, and identity. The content has also provided scale for potential advertisers. Rather than a sponsor reaching 10,000 people on race day, Spartan is thinking about how brands can sponsor content to reach the 1 million people on its Unbreakable newsletter.
Neuro-Insight also looked at conscious answers to topics such as panic, and the results also showed that panic has not decreased as the “new normal has set in.” Rather, the percentage of people concerned about the crisis has gone up over the first three weeks of isolation: 52% before isolating, 59% after the first week, 71% after the second week, and 77% after the third.
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